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Introductory Guide to MSP Paid Advertising on LinkedIn

As an MSP, have you had trouble marketing your services on LinkedIn? Do you feel as if no one is clicking on your updates? If you have, this quick presentation of paid advertising on LinkedIn is just what you need to answer your questions and concerns. It is meant to introduce you, the MSP, to all of LinkedIn’s advertising options. This presentation is the second part of a four video series that covers all of Facebook’s, Twitter’s, LinkedIn’s and Google+’s paid advertising options.

Specifically in this video, you will learn about LinkedIn’s reach, advertising formats, targeting options and pros/cons of its paid advertising features. You will also hear an overall assessment of LinkedIn, and whether or not it is worth your time and money.

To learn more about setting up and managing a LinkedIn Company page, as well as tips for posting updates, download our free eBook. You will learn helpful guidelines for establishing your LinkedIn presence. You can view the eBook by clicking the button at the bottom of the page.


Video Transcript

Hi this is Nick Spiegelhoff with Gillware Data Recovery and Gillware Online Backup, and in this video you, the MSP, will learn about using LinkedIn’s paid advertising options to market your services.

Specifically in this presentation, you will learn about LinkedIn’s reach, advertising formats, targeting options, and the pros and cons of LinkedIn’s paid advertising. Lastly you will hear my overall assessment of LinkedIn. So let’s get started

Overall LinkedIn’s audience is similar to other social networks. There are about 300 million active monthly users. LinkedIn is also growing quickly. Recent statistics say two professionals are joining LinkedIn every second.

There are two main advertising formats for LinkedIn.

The first is the LinkedIn Sponsored Update. These sponsored updates appear alongside the content in users’ news feeds.  The only thing that differentiates sponsored updates from normal updates is the “Sponsored” label in the top-left corner of the post.

The second advertising format is the LinkedIn Display Ad. They are similar to traditional pay per click ads that are displayed on search engine results pages. These display ads appear on the right-hand side of the screen. They are small ads, and they are typically displayed alongside other ads.

LinkedIn’s targeting options are unique in the sense that these options are best suited for business to business advertising. Its options are job title, job function, industry, geography, company name, company size, seniority, age, gender, and membership of specific LinkedIn groups.

Two of LinkedIn’s biggest advertising advantages are its growing professional audience and all of the options that are available for user targeting. LinkedIn’s unique targeting options make this social network platform very useful in business to business markets and in managing business to business relationships.

There are also two main drawbacks of LinkedIn. The first is that LinkedIn’s minimum costs of their advertising options are relatively high compared to other platforms. For businesses with a smaller marketing budget, these costs might not allow them to effectively use LinkedIn’s advertising options.

The second drawback is that there aren’t any remarketing options available. So unlike Google+ and Facebook, LinkedIn does not give you a chance to recapture people that have visited your site before.

If LinkedIn paid advertising fits your budget, I would recommend taking advantage of their options. LinkedIn’s users are professional, and this gives you a great opportunity to reach out to other businesses and professionals. If your marketing budget is stretched a little thin, and LinkedIn paid advertising is on the fence, I would recommend focusing on other options, such as Facebook’s paid advertising. With Facebook, you have a greater opportunity to capture a wider range of users.

I do highly recommend creating a Company LinkedIn Page if you don’t already have one. By creating a Company LinkedIn Page, you are allowing your business to do four main things.

The first is growing your reach. If you or your employees have included where they work in their LinkedIn profiles, every connection with that profile will be able to see your company name. The viewer could click on your company, and it would take them right to your company’s page.

The second is spreading product or service awareness. LinkedIn Company Pages allow you to create Showcase Pages. These pages are meant to further your Company Page presence by allowing you to create dedicated pages for specific products and services.

The third is optimizing. By creating and maintaining a LinkedIn Company Page, you will be able to increase your web visibility because LinkedIn jobs do appear in search results. Also, LinkedIn is its own search engine for job and company searches.

The fourth is generating more leads. LinkedIn Company Updates allow you to link your content, which can attract leads that are in need of certain resources. Your Showcase Page is able to have a call-to-action as well to further attract leads.

Well now you know the basics to LinkedIn’s paid advertising. If you missed any information, want to review any information, or want to learn more about setting up and managing a LinkedIn Company page, as well as tips for posting updates, download our complimentary eBook. Thanks for watching.